I completely agree. Flying mostly short haul within EU it still requires 10 round trips in C/D/I/J or 20 round trips in Y/B/H to get and keep the card. Planning well ahead and travelling in I could make it reasonably cheap (6000€ for ten annual HEL-LHR-HEL trips) but for most of us that thorough planning is not always possible. By giving out emerald for so "little", BA keeps at least me as their loyal customer. The comfort still available inside their metal compared to e.g., AY metal, is another thing. I would probably be satisfied if the ruby level were introduced and the current gold treshold would "only" give a silver card.

Getting and keeping AY ruby requires 60 000 km/y, getting sapphire 120 000 km/y and keeping it 210 000 km/2y, and AY emerald 300 000 km/2y. Flying in business doubles the km:s and in first triples them. As long as requirements are that high, AY can keep their loyalty cards and lose me as a customer every time when I can get a better flight deal from anyone else operating to/from HEL.